Designing the First-Time User Experience for a Food Delivery App
Designing the First-Time User Experience for a Food Delivery App
ROLE
Founding Designer
Founding
Designer
TOOLS
Figma
Figma
Illustrator
Illustrator
SKILLS
UX UI Design
UX UI Design
UX Research
UX Research
Prototyping
Prototyping
Graphic Design
Graphic Design
Management
Management
TIMEFRAME
Aug 2025
Aug 2025
Context
Context
YetiEat
YetiEat
YetiEat is an upcoming food court based in Basingstoke that plans to offer food delivery to customers in the surrounding areas through a dedicated mobile app.
YetiEat is an upcoming food court based in Basingstoke that plans to offer food delivery to customers in the surrounding areas through a dedicated mobile app.
Challenge
Challenge
Defining YetiEat and First-Time User Experience
Defining YetiEat and First-Time User Experience
With YetiEat’s app development in its initial stages, the project focused on establishing the foundation of the app’s experience and brand.
With YetiEat’s app development in its initial stages, the project focused on establishing the foundation of the app’s experience and brand.
Solution and Outcomes
Solution and Outcomes
Brand Identity and Core User Flow Design
Brand Identity and Core User Flow Design
I designed YetiEat’s brand identity and created the app’s first-time user experience, focusing on onboarding, authentication flows, and the homepage to help users quickly navigate the app and reach their first order efficiently.
I designed YetiEat’s brand identity and created the app’s first-time user experience, focusing on onboarding, authentication flows, and the homepage to help users quickly navigate the app and reach their first order efficiently.
DESIGN PROCESS
Discover
Discover
Define
Define
Develop
Develop
Deliver
Deliver
Discover
Discover
Competitive Analysis
Competitive Analysis
Pain Points
Pain Points
1
Lack of security
Lack of security
2
Unskippable location services option at the start of onboarding - Lack of choice
Unskippable location services option at the start of onboarding - Lack of choice
3
Lack of personalisation
3
Lack of personalisation
Lack of personalisation
4
Requesting cookies during onboarding
Requesting cookies during onboarding
4
Requesting cookies during onboarding
5
Too many filters and categories
Too many filters and categories
6
Distracting and dominant promotions
Distracting and dominant promotions
Opportunities
Opportunities
1
Location services request at end of onboarding
Location services request at end of onboarding
2
Provide user with option to opt in or out of location services
Provide user with option to opt in or out of location services
3
Security - deploy MFA
4
Promotions at an appropriate level
5
Recommend restaurants accordingly to past ordering behaviour
3
Security - deploy MFA
Security - deploy MFA
4
Promotions at an appropriate level
Promotions at an appropriate level
5
Recommend restaurants accordingly to past ordering behaviour
Recommend restaurants accordingly to past ordering behaviour
Initial Client Meeting
Initial Client Meeting
An initial meeting was held with the YetiEat team to understand their expectations for the mobile app, business goals, and early research findings. The client shared a specification document based on their market research, which helped outline the intended functionality and overall direction of the product.
An initial meeting was held with the YetiEat team to understand their expectations for the mobile app, business goals, and early research findings. The client shared a specification document based on their market research, which helped outline the intended functionality and overall direction of the product.
Key insights
Key insights
1
Quick and simple entry into the app for first-time users
Quick and simple entry into the app for first-time users
2
Security (MFA verification) essential during account creation
Security (MFA verification) essential during account creation
3
Clean and minimal UI style similar to competitors such as UberEats for quick usability
Clean and minimal UI style similar to competitors such as UberEats for quick usability
4
A clear and consistent brand identity
A clear and consistent brand identity
Opportunities
1
A streamlined onboarding flow
A streamlined onboarding flow
2
Secure authentication integrated within the onboarding process
Secure authentication integrated within onboarding process
3
A clean and intuitive homepage
A clean and intuitive homepage
4
A cohesive brand identity consistent through the app and marketing
A cohesive brand identity consistent through the app and marketing
Define
Define
Onboarding process (both login and sign up)
Onboarding process
(both login and sign up)
As a previously identified opportunity, location access has been situated at the end of the process. This is with the option to either accept or decline, therefore providing user with a choice instead of making them feel restricted.
As a previously identified opportunity, location access has been situated at the end of the process. This is with the option to either accept or decline, therefore providing user with a choice instead of making them feel restricted.
Develop
Develop
Creating mid-fidelity wireframes
Creating mid-fidelity wireframes
Reiterating user flows and wireframes
Reiterating user flows and wireframes
During feedback, the client identified a couple of things they would like to change, therefore the following changes were made.
During feedback, the client identified a couple of things they would like to change, therefore the following changes were made.
Lack of personal details input
Lack of personal details input
A lack of personal details during account creation was identified as a potential risk for account loss, thus the sign-up flow was revised accordingly to address this.
A lack of personal details during account creation was identified as a potential risk for account loss, thus the sign-up flow was revised accordingly to address this.
MFA Authentication
MFA Authentication
Requested a removal of accessing YetiEat through a Google account. App access now via MFA authentication through mobile number.
Requested a removal of accessing YetiEat through a Google account. App access now via MFA authentication through mobile number.
Interactive Homepage
Interactive Homepage
Homepage requested to be more interactive and display the mascot where appropriate.
Homepage requested to be more interactive and display the mascot where appropriate.
Branding
Branding
YetiEat is a new food delivery platform, hence it was crucial to establish a clear and recognisable brand identity.
As per client’s guidelines, the brand had to feel approachable, memorable, and modern. Therefore, in collaboration with the client, we selected the final colour scheme and typography that best reflected the brand’s personality.
YetiEat is a new food delivery platform, hence it was crucial to establish a clear and recognisable brand identity.
As per client’s guidelines, the brand had to feel approachable, memorable, and modern. Therefore, in collaboration with the client, we selected the final colour scheme and typography that best reflected the brand’s personality.
YetiEat's Mascot
YetiEat's Mascot
The Yeti mascot was created by the project’s graphic designer. I collaborated with them throughout the development process, providing guidance on how the character should reflect the brand’s personality and integrate with the app’s visual identity.
I also helped define how the mascot would appear within the product experience to ensure consistency across the interface.
The Yeti mascot was created by the project’s graphic designer. I collaborated with them throughout the development process, providing guidance on how the character should reflect the brand’s personality and integrate with the app’s visual identity.
I also helped define how the mascot would appear within the product experience to ensure consistency across the interface.
Deliver
Deliver
Final UI Designs - YetiEat’s First-Time App Experience
Final UI Designs - YetiEat’s First-Time App Experience
Refreshed Onboarding Screen
Refreshed Onboarding Screen
Users can now access the app via their phone numbers regardless of country, since not all users will have a UK number.
Users can now access the app via their phone numbers regardless of country, since not all users will have a UK number.
MFA Screen
MFA Screen
Simple and minimal, with a step progress indicator to visualise how many steps remaining in the onboarding process.
Simple and minimal, with a step progress indicator to visualise how many steps remaining in the onboarding process.
Personal Details
Personal Details
A personal details screen added to help prevent account loss, as requested by the client.
A personal details screen added to help prevent account loss, as requested by the client.
An Interactive Homepage
An Interactive Homepage
Scroll up and down to hide or show the mascot and in-app promotion
Scroll up and down to hide or show the mascot and in-app promotion
Food categories as suggestions for users
Food categories as suggestions for users
Recommendations of vendors:
Featured
Try Something New
Healthy Options
Recommendations of vendors:
Featured
Try Something New
Healthy Options
All Vendors listed under ‘Discover Our Vendors’ so user can browse through all of YetiEat's vendors
All Vendors listed under ‘Discover Our Vendors’ so user can browse through all of YetiEat's vendors
Restaurant cards with metadata
Restaurant cards with metadata
Ratings
Type of cuisine
Delivery time
Delivery fee
Ratings
Type of cuisine
Delivery time
Delivery fee
Future
Future
Had I remained in the project until the end then I would have further explored personalisation features during onboarding, such as users specifying allergies and dietary preferences, and I would also define the core ordering user flow.
Had I remained in the project until the end then I would have further explored personalisation features during onboarding, such as users specifying allergies and dietary preferences, and I would also define the core ordering user flow.